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This is a simple animation technique. You can achieve it in several ways with the Trim Path operator or with the classic stroke effect. Try to look for Text Reveal using strokes in Youtube. You have tons of resources on how to do it.
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If you want to use your own logo then the best approach for getting this animation is to use masks and the stroke effect.
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Could this be added to an existing logo or does it have to be done with text?
This has nothing to do with whether any of that is based on text or custom artwork. The reveal paths, masks, wipes etc. need to be drawn/ generated separately, so it doesn't matter., This isn't soemthing you do on a single layer using a magic button, anyway. It can go as far as having multiple duplicates for each letter. There's tons of "handwriting" and all kinds of "logo reveal" tutorials on YouTube if you just type in the words.
Mylenium
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Thats cool.
I wanted to add one note.
The example you originally posted doesn't seem to be a single animated layer, it looks more like at least three for each letter.
The colors that form the initial letters, the gray color that is drawn over the colors and the animated outlines are probably all separate animations.